Professional Documents
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Digital Marketing Tools and Tactics
Digital Marketing Tools and Tactics
Digital Marketing Tools and Tactics
MARKETING
TOOLS AND
TACTICS
NILAMADHAB MOHANTY
TSM-PGDM
WE WILL DISCUSS
How digital tools can be used to communicate?
Exchange process
DIGITAL MARKETING
FRAMEWORK
OUTBOUND
DIGIT
MARK AL
E TI N
INBOUND
ial
Soc ia
d
me
DO YOU HAVE
Website
Facebook
Twitter
LinkedIn
Blog
Email newsletter
HoW5?
MARKETING
CCDVTP
DIGITAL MARKETING
CCDVTP using internet, social media and smartphone
Marketing using electronic media such as the web, email,
COMMUNICATION
TRADITIONAL
Broadcast, Print, Radio, Outdoor
Push Messaging, broadcast, message oriented, formal, authoritative,
mass
Lower engagement
TRADIGITAL
Banners, Microsites, Email Search
Push messaging, Interactive, Automated, Technology Dependent,
niche
Higher engagement
HOW ENGAGEMENT IS
PROMOTED
CATEGORIES OF SOCIAL
MEDIA CHANNELS
Blogs, wikis, podcasts, social networks, forums and
content communities
Mayfield (2008)
OUTCOME OF THE
ENGAGEMENT
In August 2015, Flipkart was forced to apologise for
TAKE CARE OF
Live conversations
Control vs. Engagement
Theft/hacking/imitation
Negative image
Time
Updates
Many
Regular follow up
Be aware of platforms
Many
Regular follow up
FACEBOOK
Users: Individuals & business.
Purpose: To set up a profile (bus or personal).
Strategy
Comment regularly (consumer value).
Add pictures, video, images( make message attractive)
Link to your website ( interest to desire and intention)
Maintain it (consumer friendly)
Business Objective
Acquisition of new customers.
Awareness generation & brand building
Market research
Address Competitions Market Research
Strategy :
Run events.
.Tech support
TWITTER
Micro- blogging site (<140 characters)
Real-time news updates
Features : instant messaging, text messages, and
blogging
YOUTUBE
Video sharing platform.
Users : Individuals and business.
Utility : upload, trim, add captions, link
LINKEDIN
Professional brand building & networking for individuals
Set up profile
Join Groups
Run Polls
Search / Post Jobs
PINTEREST
Purpose: know how your products or services fit into the
Strategy
A Pinner (Person sharing) shares (Pinning) a Pin (Image) on a
GOOGLE +
Contribute to your SEO
Dormant accounts
Could be a potential tool in future
DSMM TOOLS
Wordpress
Google Analytics
Facebook Insights
Hootsuite
Animoto
Survey Monkey
Drop box
Google Drive
Skype
Plan
Select the strategic approach
Define customer value proposition
Define digital marketing strategy
Define digital communication mix
Implement
Delivering results online :
implement customer experience
implement digital marketing plan
execute digital communication
Adjust
Measure profile and plan for improvisation
HOW TO USE
ACTIVITY
COST ( in
INR)
500/600 (min)
PLANNING IT OUT
Action plan
Measurement
BEFORE LAUNCHING
UNDERSTAND
Responsibilities
How to keep up/follow up strategy
Measurement of ROI
...could make your implementation difficult